On August 27, 2026, H.E. Mrs. Kanchana Patarachoke, Ambassador of Thailand to Belgium, welcomed a distinguished Thai delegation to Brussels to advance the Thailand-Belgium Sensory and Consumer Science Collaboration Initiative. The delegation, conducting a strategic mission in Belgium from August 23–29, aims to drive Thailand’s creative economy forward through the science of sensory experience.

The delegation included representatives from Kasetsart University’s Faculty of Agro-Industry, Food Innopolis, the International Gastronomy Tourism Center (iGTC) at Maejo University, and the Office of Knowledge Management and Development (OKMD).

During the meeting, the Ambassador discussed short- and long-term action plans and reviewed the outcomes of the delegation's strategic discussions with four leading Belgian institutions:

* CacaoLab: A world-class research and development center specializing in innovative chocolate products.

* PXL-MAD School of Arts (Hasselt University): Collaborating on product design to enhance consumer appeal, alongside the research and application of aromas and scents.

* Ghent University: Working with the Faculty of Bioscience Engineering and the Faculty of Economics and Business Administration to conduct in-depth studies on consumer decision-making processes.

* VG Sensory and SENSNET: Establishing partnerships in sensory science and expanding international networks for food and consumer products.

This Embassy’s initiative is a strategic effort to transform Thai goods and services from general commodities into high-value, premium offerings. By integrating neuroscience, sensory perception science (sight, taste, smell, sound, and touch), and consumer behavior analysis, the project targets key Thai industries, including food, tea, coffee, cocoa, and cosmetics. Through expanded research networks, ongoing academic webinar series, and strategic study trips, the initiative ultimately seeks to propel Thailand toward becoming a premier international Sensory Hub.